社会貢献活動において忘れてはならない1つの基準 | キャロルコーン

あなたが経営者・起業家として企業単位で社会貢献を行っている活動はありますか?

現在、様々な環境汚染が騒がれる中世界に置ける企業の社会貢献への期待度は高く、不況だから行わないという言い訳は通用しません。

グローバル・スキャンという企業の新しいデータによると、、、

企業が責任をとらずに環境を汚染し、職員を大切にせず、付加価値を提供しない場合、罰則を受けるとの結果が報告されています。

日本でも少し前からCSRという言葉が一気に広がり、企業の社会貢献事業が注目を集めました。もしかしたらあなたの企業でも社会貢献活動を何かしら行っているかもしれません。ですが、大半の経営者は社会貢献活動を行うだけで満足してしまい、とある一つの重要なことを忘れがちです。

そもそもなぜ現代の企業経営で社会貢献活動が必要なのでしょうか?

アメリカで有名な雑誌『ファイナンシャルタイムズ』の別冊特集では、専門家たちにより次のような寄稿が多数寄せられました。「資本主義は臨終の床にあり、人間の顔が必要である。」

この商品やサービスを買うかどうかこの企業で働きたいかどうか

友人に商品を薦めるという最強のクチコミを使うかどうか

これらはすべて企業への「信頼」が関係してきます。

言い方を変えると、

現代の企業と消費者の関係において信頼なくしてビジネスは成立しなくなってきているのです。そのような「信頼」を戦略的に獲得するために、社会貢献活動を組み込んだ企業経営を行うことをコーズブランディングと言います。

本日はそのコーズブランディングで世界的権威でもあるキャロルコーンの考え方の一部を紹介します。

彼女がハーバード・ビジネスレビューに過去寄稿した際に書いていた中に「企業経営に社会貢献活動を組み込む5つのシンプルで重要なコツ」というものがありました。そのうちの1つが、大半の社会貢献をしている企業が忘れがちな内容でありこれを実践することで企業内での社会貢献活動がより洗練されます。

そのシンプルで重要なコツとは・・

=============================

測定可能な数値評価を設定すること

=============================

事業経営において売上の数値評価などは必ずどこの企業も作ると思いますが、この社会貢献となった瞬間に数字評価を作らない企業が増えます。

この数値評価ができないからこそどの程度社会に貢献したかを社会が認識することが難しく、せっかく活動しているにも関わらず信頼を獲得することにつながらないまま活動している企業が多いのです。

数値評価をしている企業の事例でいくと、、

P&Gはある商品を購入することで新生児の破傷風ワクチンをアフリカへ寄付する仕組みを作りました。この活動で1.35億ものワクチンが途上国に配布され、10万人の新生児が誕生したと、数値として確認しています。

P&Gは現在さらに野心的な目標を掲げ、新生児破傷風を10年後までに世界から根絶するという目標です。この目標を達成するために、P&Gは今日現在でも社会貢献活動で数値管理をしながら行っています。

・あなたの会社は社会から信頼を獲得するために測定可能な数値設定をしていますか?

・また、より社会から信頼を獲得するためにどのような数値設定ができますか?

ぜひ考えてみて下さい。

それでは、また。

 

株式会社ビッグオー代表
執筆者  園田隆之

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社会貢献活動において忘れてはならない1つの基準 | キャロルコーン” に対して 1,630 件のコメントがあります

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